SMS and MMS messages sent through Avochato from standard 10-digit long code (10DLC) phone numbers are classified as Application-to-Person (A2P) traffic by US carriers. In order to thwart unwanted messages, carriers apply filters on A2P traffic to block messages they deem to be spam. A2P 10DLC refers to a system in the United States that allows businesses to send A2P type messaging via standard 10DLC phone numbers.
On March 1, 2021, AT&T launched their A2P 10DLC initiative which provides better message delivery and reduces the risk of filtering. T-Mobile announced details of their rollout on April 1st, 2021. Verizon has previously launched their own A2P 10DLC solution back in January 2019.
How will this impact current and potential customers?
Avochato will do all the heavy lifting in terms of getting your business approved for A2P 10DLC. There will be some business details we will need to collect from you to get you registered and approved. We will also need a couple of example messages that you are sending to your contacts. Lastly, there will be some additional fees that will vary depending on the number of inboxes and your use case (Note: More information to come on this as details come available).
How do these rule changes affect short codes and Toll-Free numbers? Should I switch to 10DLC?
These changes do not directly affect ‘dedicated’ short codes and Toll-Free numbers, except for officially prohibiting shared short codes (Note: Shared short codes are not part of the Avochato platform). If it better suits your business to move from a short code or toll-free number to a 10DLC, please reach out to an Avochato representative to discuss this and get started.
What are the Pros and Cons of A2P 10DLC?
- Strongly supports 2-way communication
- Reduces SMS fraud and spam to US end-consumers
- Increases message deliverability and throughput (delivery speed) per phone number
- Better customer experience with embedded links/media, delivery reliability, and speed
- Higher fees to register and for sending and receiving messages
What fees are associated with the A2P 10DLC?
- One-time brand registration fee of $4
- Campaign registration fees*: $10/month
- Message fees:
- AT&T: $0.003/SMS & $0.0035/MMS
- Verizon: $0.0025/SMS & $0.005/MMS
Any unregistered traffic will incur fees of $0.004/SMS. These fees will not going into effect until June 1, 2021.
- Note, A Campaign represents a use case. Some companies may only need one Campaign, in other cases, you may have multiple.The $10 monthly campaign fee is only applicable for accounts that send greater than 3,000 segments in a 24 hour period.
How does this impact Canadian customers?
There is no impact to our Canadian customers. Canadian mobile carriers may introduce registered A2P 10DLC solutions in the future, but currently no carriers have announced any plans to do so.